The Sensape Recognition Software recognizes facial expressions via optical sensors by analyzing the change in intensity of pixel values. For example, the eyes are usually darker than the forehead or nose. The algorithm has been trained beforehand to recognize these facial features and compares them with the general intensities. The detection algorithm, on the basis of the recognized pattern, estimates whether there is a face in the pixel values or not. In the process no image data is recorded or stored. There are only analyzed pixel values which are compared with a general pattern of a face.

For the recognition of gender and age, we use a similar technique as for face recognition. The Sensape Recognition software detects intensity changes in the human face and analyzes those changes that point to a different age or gender. For example, women typically have higher cheekbones than men. Therefore, the bright spots in the cheek area may be a clear indication of a woman. Similarly, the dark areas on the lip (for example a beard) give a clear indication of a man. The combination of facial features such as eye position, nose shape, cheekbones and the overall face shape are part of the variables that are taken into account during the recognition process.

The Sensape Recognition Software neither detects nor stores any information that can identify individuals. It only detects general facial features that can be used in general. This volatile sensor data is processed to only collect demographic statistics. There is no recorded or stored image data. For example, we cannot recognize that Mr. Schmidt is detected again when he passes a Sensape system.

The software expects that the sensor is placed on top of the display. When a person looks on the display, the frontal face is recognized. The overall time, a face looks into the display is the dwell time of the user.

Yes, aggregated data can assist advertisers in selecting ads relevant to the likely audience. For example, if the aggregated data indicates that at 11 a.m. on Wednesday mornings, 90% of people passing in front of a particular digital sign are seniors, the advertiser may choose to display an ad relevant to that demographic.

No. The Sensape Recognition Software does not store any individual identifiable information or behavior. Only facial expressions are recognized. No individually identifiable behavior information is collected or categorized. Pictures are not recorded.